I’ve seen a lot of people offering features out there, but features don’t sell.
Features support the customers decision to make the purchase, but they don’t make the sale.
What makes the sale, is Benefits!
To understand what benefits people, you have to understand people.
You have to understand what motivates them, you have to understand how they think, how they feel, what they fear and what they want.
So say i see an ad pushing web hosting space.
The features tell me its so much disk space and so much bandwidth and free tutorials and stuff like that. But where are the benefits to me?
Lets explain a bit more.
Say you have a website for girls between the ages of 16 – 24. On this site you offer news on what is happening in the world of fashion and celebrity news.
Now, say you want to offer your 2 thousand members web hosting space.
Why would 2 thousand girls between the ages of 16 – 24 want to pay £20 a year for a website?
These girls aren’t interested in features, they want to know how owning a website is going to benefit them. They want to know why they shouldn’t go out and spend their £20 on the latest music download, rather than spending their money purchasing webspace.
Why should they spend money on a webspace, when they can use Facebook or Bebo to talk about themself?
So, the only way you can answer this question is to consider how they think about the world, what their problems are and just importantly, what their desires are.
What would motivate 16 – 24 year old girls to purchase web hosting? It certainly won’t be the free tutorials, the cpanel or the eco friendly servers. Those are just features.
If you want to know the answer to this question, talk to some 16 – 24 years old girls.
Understand them. Understand what benefits a website would bring them.
Really understand them! If you don’t, you won’t ever make the sale.
Only way i could ever sell to investors was to understand what motivates them.
Get inside their head and you will never be a poor salesman.